Claydon Heeley nets EasyCar online task

LONDON - Claydon Heeley has been chosen by EasyCar to handle its pan-European online marketing account.

The agency, which was appointed without a pitch, has been briefed to come up with a customer relationship marketing strategy to help the online car hire brand boost its profits and take on major players such as Hertz.

Claydon Heeley's first project will be to create a campaign involving a microsite and online promotional activity, to increase registrations to EasyCar's email marketing database to boost online bookings.

The company has repositioned in the past two years after a poor financial performance in 2004, when it posted losses of £13.2m. The company has since changed its business model to offer customers deals with rival car hire companies under the EasyCar banner, as well as booking its own cars.

Kate Bourke, a business director at Claydon Heeley, said: "We've been given the opportunity to produce an engaging campaign, that will not only drive awareness but also deliver hard results for the brand."

As much as 60% of EasyCar's ad budget is spent online. Its digital media account is handled by Wheel, which was appointed in 2004. In the past, the brand has spent between £2m and £5m a year on marketing.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).